chapter 4
Which of the following is the most difficult for marketing managers to forecast, influence, or
integrate into marketing plans?
a. technology
b. social change
c. demography
d. competition
e. economic conditions - ANS-b. social change
Kelly Tumlin wants to open a dog grooming salon that will offer healthy, natural pet care and
holistic pet products. All of the products sold at the salon will be of the highest quality and made
of all-natural ingredients. Tumlin wants to pamper pets just like a spa pampers their owners. To
determine the feasibility of the grooming salon, Tumlin hired a marketing researcher who
studied all the market information available and determined that single, white-collar workers
between the ages of 30 and 60 were the most likely people to use the services proposed by
Tumlin. The researcher also determined the west side of the city offers the best location for the
enterprise even though zoning regulations are much stricter in that area.
Refer to Dog Spa. The fact that people would actually treat their dogs to a luxurious spa
treatment reflects a change in _____ factors within the external environment.
a. demographic
b. socia - ANS-b. social
Marketing managers cannot control _____, but they can sometimes influence it.
a. where advertising is placed
b. the external environment
c. the sales force
d. the distribution strategy
e. product pricing - ANS-b. the external environment
The Sherman Act of 1890 establishes protection for trademarks.
a. True
b. False - ANS-b. False
Susan is the director of marketing for a company that sells recreational vehicles and is
developing a marketing plan to cover the next five years of business. Which of the following is
an uncontrollable factor Susan must consider in her plan?
a. place or distribution factors
b. media buying factors
c. economic factors
d. promotional literature
, e. pricing strategy for warranty services - ANS-c. economic factors
Kelly Tumlin wants to open a dog grooming salon that will offer healthy, natural pet care and
holistic pet products. All of the products sold at the salon will be of the highest quality and made
of all-natural ingredients. Tumlin wants to pamper pets just like a spa pampers their owners. To
determine the feasibility of the grooming salon, Tumlin hired a marketing researcher who
studied all the market information available and determined that single, white-collar workers
between the ages of 30 and 60 were the most likely people to use the services proposed by
Tumlin. The researcher also determined the west side of the city offers the best location for the
enterprise even though zoning regulations are much stricter in that area.
Refer to Dog Spa. The uncontrollable environmental factors Tumlin faces in terms of zoning
restrictions for the new dog salon represent _____ factors.
a. economic
b. political and legal
c. r - ANS-b. political and legal
The Hispanic population is driving minority growth in the United States.
a. True
b. False - ANS-a. True
The publisher of Ebony magazine has forged an alliance with Dan River, Inc. to create luxury
bed and bath products for the newly developed Ebony Home brand. Ebony Home will use the
publisher's long history and expertise to market to the African American market. The African
American market is the _____ for the Ebony Home brand.
a. target market
b. buying center
c. aggregated unit
d. consumer cluster
e. demographic sample - ANS-a. target market
Which of the following events has had the greatest effect on marketing?
a. the growing number of one-child families
b. the increasing number of immigrants from Northern Europe
c. the growing number of people on the Internet
d. the increasing number of working women
e. the growing number of people of retirement age who are continuing work - ANS-d. the
increasing number of working women
Consumers' concern for health issues affects the way food is marketed. For example, marketers
must now list the number of grams of transfat on a product's nutrition label because it has
recently come to light that this type of fat is harmful. Consumers' concern for health issues is
a(n) _____ factor.
a. economic
Which of the following is the most difficult for marketing managers to forecast, influence, or
integrate into marketing plans?
a. technology
b. social change
c. demography
d. competition
e. economic conditions - ANS-b. social change
Kelly Tumlin wants to open a dog grooming salon that will offer healthy, natural pet care and
holistic pet products. All of the products sold at the salon will be of the highest quality and made
of all-natural ingredients. Tumlin wants to pamper pets just like a spa pampers their owners. To
determine the feasibility of the grooming salon, Tumlin hired a marketing researcher who
studied all the market information available and determined that single, white-collar workers
between the ages of 30 and 60 were the most likely people to use the services proposed by
Tumlin. The researcher also determined the west side of the city offers the best location for the
enterprise even though zoning regulations are much stricter in that area.
Refer to Dog Spa. The fact that people would actually treat their dogs to a luxurious spa
treatment reflects a change in _____ factors within the external environment.
a. demographic
b. socia - ANS-b. social
Marketing managers cannot control _____, but they can sometimes influence it.
a. where advertising is placed
b. the external environment
c. the sales force
d. the distribution strategy
e. product pricing - ANS-b. the external environment
The Sherman Act of 1890 establishes protection for trademarks.
a. True
b. False - ANS-b. False
Susan is the director of marketing for a company that sells recreational vehicles and is
developing a marketing plan to cover the next five years of business. Which of the following is
an uncontrollable factor Susan must consider in her plan?
a. place or distribution factors
b. media buying factors
c. economic factors
d. promotional literature
, e. pricing strategy for warranty services - ANS-c. economic factors
Kelly Tumlin wants to open a dog grooming salon that will offer healthy, natural pet care and
holistic pet products. All of the products sold at the salon will be of the highest quality and made
of all-natural ingredients. Tumlin wants to pamper pets just like a spa pampers their owners. To
determine the feasibility of the grooming salon, Tumlin hired a marketing researcher who
studied all the market information available and determined that single, white-collar workers
between the ages of 30 and 60 were the most likely people to use the services proposed by
Tumlin. The researcher also determined the west side of the city offers the best location for the
enterprise even though zoning regulations are much stricter in that area.
Refer to Dog Spa. The uncontrollable environmental factors Tumlin faces in terms of zoning
restrictions for the new dog salon represent _____ factors.
a. economic
b. political and legal
c. r - ANS-b. political and legal
The Hispanic population is driving minority growth in the United States.
a. True
b. False - ANS-a. True
The publisher of Ebony magazine has forged an alliance with Dan River, Inc. to create luxury
bed and bath products for the newly developed Ebony Home brand. Ebony Home will use the
publisher's long history and expertise to market to the African American market. The African
American market is the _____ for the Ebony Home brand.
a. target market
b. buying center
c. aggregated unit
d. consumer cluster
e. demographic sample - ANS-a. target market
Which of the following events has had the greatest effect on marketing?
a. the growing number of one-child families
b. the increasing number of immigrants from Northern Europe
c. the growing number of people on the Internet
d. the increasing number of working women
e. the growing number of people of retirement age who are continuing work - ANS-d. the
increasing number of working women
Consumers' concern for health issues affects the way food is marketed. For example, marketers
must now list the number of grams of transfat on a product's nutrition label because it has
recently come to light that this type of fat is harmful. Consumers' concern for health issues is
a(n) _____ factor.
a. economic
